Meta ad specs
Meta runs ads across Facebook and Instagram from a single Ads Manager, so one campaign can land in a dozen different places — each with its own dimensions, safe zone and character limits. This page collects the specs for every placement worth designing for.
Meta's placements collapse into a handful of shapes. Feed is 4:5 portrait (1440×1800) on both platforms, covered in detail on the Facebook and Instagram ad specs pages under Related specs below. Stories and Reels are 9:16 vertical (1440×2560). Marketplace and right column are 1:1 square (1080×1080). In-stream video is the exception, at 16:9. Where the placements genuinely differ is the safe zone — the area Meta's own interface covers with profile icons, captions and the call-to-action button — and that is where most ads get clipped.
Quick reference
| Format | Dimensions | Ratio | Max size |
|---|---|---|---|
| Stories Ad | 1440 × 2560 px | 9:16 | 30MB image · 4GB video |
| Reels Ad | 1440 × 2560 px | 9:16 | 30MB image · 4GB video |
| Marketplace Ad | 1080 × 1080 px | 1:1 | 30MB |
| Right Column Ad | 1080 × 1080 px | 1:1 | — |
| In-Stream Video Ad | 1920 × 1080 px | 16:9 | 4GB |
| Audience Network Ad | 1080 × 1920 px | 9:16 | 30MB |
Stories Ad1440×2560px
Stories ads on Instagram and Facebook run full screen at 1440×2560 pixels (9:16 vertical), with a minimum width of 500 pixels and a 1% aspect ratio tolerance on Instagram (3% on Facebook). Images display for 5 to 16 seconds, or until someone swipes past. The safe zone matters more here than anywhere else on Meta: interface elements cover roughly the top 14% and bottom 35% of the frame.
Stories ads occupy the entire screen, which is why 9:16 is the only sensible ratio. Meta recommends producing at 1440×2560 rather than the older 1080×1920 — the extra resolution survives compression better on high-density phone screens. The minimum accepted width is 500 pixels, but anything below 1080 wide will look soft.
Dimensions
1440×2560
Aspect ratio
9:16
Max file size
30MB image · 4GB video
Formats
JPG, PNG, MP4, MOV
Also supports
Best practices
- •Design at 1440×2560 and keep the key message inside the middle band, away from the top 14% and bottom 35%.
- •Instagram's aspect ratio tolerance is only 1%, so export at exactly 9:16 rather than close to it.
- •Put the call to action in the ad's CTA button rather than burning it into the image, where Meta's own button will overlap it.
Reels Ad1440×2560px
Reels ads run full screen at 1440×2560 pixels (9:16 vertical) on both Instagram and Facebook, with a minimum width of 500 pixels. They appear between organic Reels, where viewers can like, comment, save, share or skip them. Reels carries the heaviest interface of any Meta placement, so the safe zone is the spec that matters most.
Reels ads sit between organic Reels in a full-screen vertical feed, which means the creative competes directly with entertainment content rather than sitting in a feed alongside it. Meta recommends 1440×2560 at 9:16, with a minimum width of 500 pixels and a 1% aspect ratio tolerance on Instagram.
Dimensions
1440×2560
Aspect ratio
9:16
Max file size
30MB image · 4GB video
Formats
JPG, PNG, MP4, MOV
Also supports
Best practices
- •Treat the bottom third as unusable — Meta's own interface will sit on top of it.
- •Instagram Reels allows only 44 characters of primary text, so lead with the image and keep copy to a single line.
- •Design at 1440×2560; the same file works for both Instagram and Facebook Reels.
Marketplace Ad1080×1080px
Marketplace ads are square, at least 1080×1080 pixels (1:1). They appear among listings in the Facebook Marketplace browse experience, where the surrounding content is product photography — so clean, well-lit product shots tend to outperform heavily designed creative here.
Marketplace is a browsing surface, not a feed. Ads appear in a grid alongside real listings from real sellers, which sets the visual expectation: a square product image on a plain background reads as native, and a busy designed banner reads as an interruption.
Dimensions
1080×1080
Aspect ratio
1:1
Max file size
30MB
Formats
JPG, PNG
Best practices
- •Use a clean product shot on a plain background — Marketplace surrounds your ad with real listings.
- •The same 1080×1080 file covers Marketplace, right column and search results.
- •Marketplace exposes a 30-character description field that Feed placements do not.
Right Column Ad1080×1080px
Right column ads appear in the sidebar of Facebook on desktop only. Supply at least 1080×1080 pixels (1:1), though the ad renders small — the accepted minimum is 254×133 pixels. Because of the display size, Meta recommends not putting text on the image at all.
The right column is a desktop-only placement in the sidebar beside the Facebook Feed. It is the smallest rendered surface Meta offers, which changes the design brief entirely: supply a high-resolution 1:1 file so it stays sharp, but treat it as a thumbnail rather than a canvas.
Dimensions
1080×1080
Aspect ratio
1:1
Formats
JPG, PNG
Best practices
- •Do not put text on the image — at this display size it will not be readable.
- •Supply 1080×1080 even though the accepted minimum is 254×133; the extra resolution keeps it sharp.
- •Use the 40-character headline field to carry the message instead.
In-Stream Video Ad1920×1080px
In-stream video ads play inside other people's video content on Facebook. They accept 16:9 or 1:1 at a minimum resolution of 1080×1080, up to 4GB. Duration differs by device: 5–15 seconds on desktop, and 5 seconds to 10 minutes on mobile. Anything longer than 15 seconds is truncated, with viewers given the option to keep watching.
In-stream is a video-only placement — the ad plays as a break inside longer Facebook video content, so it is the one Meta surface where the viewer is already watching something and your ad interrupts it. That makes the opening seconds disproportionately important.
Dimensions
1920×1080
Aspect ratio
16:9
Max file size
4GB
Formats
MP4, MOV, GIF
Also supports
Best practices
- •Front-load the message — anything past 15 seconds is truncated unless the viewer opts to continue.
- •Include audio. Unlike feed placements, in-stream viewers usually already have sound on.
- •Add captions anyway, for the viewers who don't.
Audience Network Ad1080×1920px
Audience Network places Meta ads inside third-party apps and mobile sites rather than on Facebook or Instagram. Meta documents a 9:16 ratio with a minimum of 398×208 pixels and a 30MB ceiling, and states that the same specs apply across all three formats: native, banner and interstitial.
Audience Network is the placement most advertisers forget they are buying. It extends a Meta campaign into third-party apps and mobile websites, which means the creative is rendered by someone else's app in a slot you do not control — the reason Meta's guidance here is looser than for Feed or Stories.
Dimensions
1080×1920
Aspect ratio
9:16
Max file size
30MB
Formats
JPG, PNG
Best practices
- •Design for a slot you do not control — host apps render native ads in their own styling.
- •Supply well above the 398×208 minimum; it is a floor, not a target.
- •The same creative covers native, banner and interstitial — Meta applies one spec to all three.
Design any of these with Moda
Start a canvas at the size you need and let AI generate your design.
Start designing →Frequently asked questions
What are the Meta ad sizes I actually need?
1440×1800 (4:5) for Facebook and Instagram Feed, 1440×2560 (9:16) for Stories and Reels, and 1080×1080 (1:1) for Marketplace and right column. In-stream video is the one exception, at 16:9. Those four cover every Meta placement.
Are Facebook and Instagram ad specs the same?
The dimensions are the same — both Feed placements are 4:5 at 1440×1800 — but the limits differ. Facebook Feed allows 50–150 characters of primary text and a 27-character headline; Instagram Feed allows 125 characters of primary text and a 40-character headline. Instagram also has a tighter 1% aspect ratio tolerance versus Facebook's 3%.
What is the Meta Stories and Reels safe zone?
Meta recommends keeping roughly 14% of the top, 35% of the bottom, and 6% of each side free of text and logos. On a 1440×2560 creative that is about 358px at the top, 896px at the bottom and 86px on each side.
What is the maximum file size for a Meta ad?
30MB for images on every placement where Meta documents a limit, and up to 4GB for video. Meta's guide does not state a maximum for the right column placement.
Other platform guides
Guide last verified: August 28, 2026. This hub summarizes 6 formats and cites 12 sources across this page and the linked format pages.
← All sizes